Customized Report Service – Maple products in the Netherlands

Market snapshot

In 2022, a total of US$588.8 million of solid maple sugar and maple syrup products were imported from the world registering a compound annual growth rate (CAGR) of 11.3% since 2018. The Netherlands ranked as the 2nd largest import market for maple products at a value of US$48.0 million (27.0 thousand tonnes), while Canada ranked as the 8th largest market (US$13.2 million, 2.9 thousand tonnes) in 2022.

The Netherlands top suppliers for maple products in 2022, were Germany (US$21.4 million, 13.6 thousand tonnes), Canada (US$20.2 million, 2.8 thousand tonnes) and Belgium (US$4.4 million, 10.0 thousand tonnes). Imports from Canada has been growing by a CAGR of 49.6%, increasing from US$6.0 million in 2019 to US$20.2 million in 2022 (zero imports in 2018).

Mintel's Global New Products Database (GNPD) indicated that there were 82 new maple food (74) and drink (8) products launched (including new variety/range extension, packaging, or relaunched) throughout the Netherlands grocery markets between January 2018 and September 6, 2023. Four Canadian maple products (4.9%) were found on the market shelves within the Netherlands grocery stores, which accounted for Canada being the 4th largest location of manufacture.

With maple syrup being the main ingredients found in these products, often used as a sweetener, leading parent companies launching new maple products (n=22) across the Netherlands (Q3-2022 and Q3-2023) were Gimsel (3), Lazy Vegan (3), Nestlé (2), Biovegan (1), BMB Brands (1), and Brown-Forman (1). The top 10 brands during this period were Gimsel, BMB Brands, I Just Love Breakfast, Lazy Vegan Ready Meal, Raaka Chocolate, Natural Bamboo, Jan, TerraSana, Pulsin, Benriach, and Bamboo.

More recently over the period of Q3-2022 and Q3-2023, usages for maple syrup as an ingredient has been diversified and can be found in popular food categories such as bakery, sauces & seasonings, snacks, and breakfast cereals. While declining categories during this period include meals and meal centers, sweet spreads, and hot beverages. The most important claims that were always included on all maple product packaging within the last three months were ethical - sustainable (habitat/resources), vegan/no animal ingredients, ethical - environmentally friendly product, and organic.

Global trade overview of maple products

The global import market for solid maple sugar and maple syrup (HS:170220) registered a total CAGR increase of 11.3% increasing from US$383.8 million in 2018 to US$588.8 million in 2022. The United States (market share: 49.8%) was the largest global importer of these maple products valued at US$293 million, (44.6 thousand tonnes), followed by the Netherlands (8.2%) with imports valued at US$48 million (27.0 thousand tonnes) and Germany (5.3%) with an import value of US$31.4 million (4.2 thousand tonnes) in 2022.

Canada in comparison, was the 8th largest market for imports of maple products accounting for 2.2% of the total world market share in 2022 at a value of US$13.2 million (2.9 thousand tonnes).

Imports of maple products in the Netherlands

The top three suppliers of solid maple sugar and maple syrup products to the Netherlands were Germany (US$21.4 million, 13.6 thousand tonnes), Canada (US$20.2 million, 2.8 thousand tonnes) and Belgium (US$4.4 million, 9.9 thousand tonnes) in 2022. Amongst the top 5 markets, Belgium registered the largest growth increase (2018 to 2022) at a CAGR of 124.3%, followed by Germany (+111%), France (+79.2%), and Canada (+49.6%). Alternatively, Spain and Denmark were the only leading import markets from the Netherlands that registered a negative CAGR of 21.7% and 5.6%, respectively in 2022.

Product launch and trend analysis

New product launch analysis

Mintel's (GNPD) indicated that there were 82 new maple food (74) and drink (8) products launched throughout the Netherlands grocery stores (including new variety/range extension, packaging, or relaunched) between January 2018 and September 6, 2023.

Maple syrup, along with raw sugar and low-GI malt syrup are often used in products as a sweetener, instead of refined sugar.^{Footnote 1} Amongst these maple products, a total of 54 products (65.9%) contained maple syrup according to the ingredient list upon its packaging label.

Description of above image

	2018	2019	2020	2021	2022	2023 (up to September 6)
Products containing maple (82)	12	12	19	10	17	12

Top locations of manufacture for these 82 new maple food and drink products found in the grocery stores in the Netherlands making up a total market share of 30.5% were the United Kingdom, United States, Belgium, Canada and France. Canada represented the 4th largest market that manufactured four (4.9%) of the maple products found in the Netherlands. These Canadian products were maple syrup brands manufactured by companies such as Cofradex (Vertmont Organic, Vermont), De Smaakspecialist (Bio Today), and Bergfood (Maple Gold).

Leading parent companies launching food and drink products (22) containing maple as an ingredient in the Netherlands between Q3-2022 and Q3-2023 were Gimsel (3), Lazy Vegan (3), Nestlé (2), Biovegan (1), BMB Brands (1), and Brown-Forman (1). New brands appearing for the first time launched in the Netherlands market within the last 6 months, include Biovegan (My Blondies maple-walnut baking mix), Abbot Kinney's (Coco frost strawberry cookie crumble coconut-based ice cream), Lazy Vegan Meal for 1 (pasta al pesto) and Nojo (orange sauce).

Top categories for maple products in the Netherlands with a 0.0% change (between Q3-2022 and Q3-2023) were bakery, sauces & seasonings, snacks, and breakfast cereals. While declining categories during this period by −100% included meals & meal centers, sweet spreads, and hot beverages. New ingredients appearing in these maple products within the last 12 months included strawberry sauce or purée, maltose syrup, coconut cream, fibres, potassium tartrates, millet flour, psyllium seed husks, coconut flour, and linseed protein. The fastest declining flavours in these products by −100% were maple/maple syrup, banana, dark/black chocolate, salt (sea/fleur de sel) between Q3-2021 and Q3-2023.

Claims and claim combinations used 100% of the time in the last three months for these maple product launches included ethical - sustainable (habitat/resources), vegan/no animal ingredients, environmentally friendly product, and organic. Other popular claims used 50% of the time during this period were social media, environmental friendly package, ethical - charity, plant based, carbon neutral, low/no/reduced allergen, gluten free, and all natural product. Top growing claims between Q2-2022 and Q2-2023 was ethical - sustainable (habitat/resources) (+200%), while declining claims by −100% were high/added fibre, no added sugar, microwaveable, ethical - animal, and ethical - recycling (−50%).

Product examples

For more information

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Resources

• Global Trade Tracker, 2023
• Mintel Global New Products Database (GNPD), 2023

Customized Report Service – Maple products in the Netherlands
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

© His Majesty the King in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2023).

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